Pepsico in major agency reshuffle

Creative and media agencies handling Pepsico and Quaker brands face a shake-up as a result of Pepsico US’s decision to move all work from Foote Cone &amp; Belding Worldwide (FCB) to Omnicom Group.

Omnicom already handles the bulk of Pepsico’s advertising in the US, but in the UK a number of companies handle the brands.

Companies likely to be affected include Rainey Kelly Campbell Roalfe/Y&R, which holds the account for Quaker products such as Oats So Simple, Scott’s Porage Oats and Sugar Puffs. The total UK spend for the brands is £3.7m. MediaVest UK handles media buying.

Banks Hoggins O’Shea/FCB looks certain to lose the Tropicana UK account, valued at £1.5m. It could go to BMP DDB, Abbott Mead Vickers.BBDO or TBWA/London, all Omnicom subsidiaries. It is thought that Optimedia will retain the media planning account.

Dick Detwiler, vice president of public relations in the US, says that no immediate decision on any non-FCB affiliated UK agencies handling Pepsico accounts had been made.

You should read this

Dorland, the Berlin-based agency, has been awarded the DM50m (Â£16m) Volvo account in Germany, Austria and Switzerland. The move has been prompted by the recent merger of FCB and Bozell, which led to a conflict of interest with DaimlerChrysler

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.